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The Best Vacation in History
Historic Williamsburg, VA has always been a destination for vacationers to learn and live it up. We helped them make this spring and summer season one for the history books.
There’s a busy season for time-traveling.
Every year since 1776, from Spring Break through Summer Vacation, tourists have been coming in droves to visit the birthplace of our nation. This Spring, for the first time ever, Colonial Williamsburg and Busch Gardens partnered to up the ante for families and fun-seekers alike. And, with The Foundation renovating and adding attractions like their live musket range, interactive exhibits, and behind the scenes tours, Sway encouraged visitors to come pursue happiness — any way they’d like.
See Project HighlightsQuelling the kitchen table quarrel.
Colonial Williamsburg and Busch Gardens came together to answer the age-old argument of where to go for Spring Break. The :30 spot pits familiar archetypes championing their destination in a spirited and spiraling back and forth, until at once realizing they can have the best of both worlds — for one low price.
Hold on to your tricorne hats!
The :15 follows suit with fish out of water colonists having just comically experienced the exhilarating thrill of the latest in 21st century roller coasters, while doing all they can to keep their hands, feet and wigs inside the car.
Sounds like freedom...
As the campaign progressed, we rolled out innovative and immersive digital radio spots on platforms like Pandora and Spotify that utilized binaural — or 3D — recording and editing techniques to bring the quintessential sounds of Colonial Williamsburg to life.
Project Highlights
DIGITAL EFFECTIVENESS
Conversion rates for the display units clocked in at an impressive 4%, and email open rates averaged 15% throughout the campaign.
EARNED MEDIA
The innovative 3D spots received quite a bit of attention from print, broadcast and online news outlets, resulting in a sizable earned media yield.
INCREASED BOOKINGS
The campaign was a great success, with bookings and room stays at affiliated Williamsburg hotels doubling from the year before.
MAKING HISTORY
It also led to the Foundation’s best spring and summer since 2008 — making the “Best Vacation In History” campaign one for the history books.